Paper is Dead. The Use of Reverse Psychology in Marketing.

A friend forwarded to me a site that came across as a non-profit, pro-environment, recycle, sustainability, etc. website to encourage people to do the right thing and 'think and act green'.  This is brilliant, I thought, especially that my friend is supporting me on trying to be sustainable and green. However, on second and third glance, I realised this was reverse psychology! This is possibly the best campaign I have ever come across. You need to watch the Paper Videos. 

Here is the site: http://www.paperbecause.com/media/the-workflow

This site was created by Domtar Inc - a paper company.

What in the name of marketing is going on here?!  Why is a company that produces and sells paper creating a site that talks about going 'paperless'?

I can't remember the exact term on the top of my head of how to describe this marketing tactic but it's when opinions and attitudes are influenced by exploiting the mainstream thinking with the undertone (using humour) to lead the consumer to realise the opposing argument.

This purpose of this campaign is to show consumers what a 'paperless' (work) world would be like. For example, on the video titled Paper - Essential for Life's Big Moments, the first 3/4 of the video talks about how most college students would consider themselves environmentally friendly and that going paperless is an important green initiative. However, the tables turn when they are asked on what they think about getting their degree in PDF format.

Overall, the mission for Domtar Inc. is to generate sales again of paper but also encourage the sustainable usage of paper. Similar to alcohol ads which encourage you to buy their beverages but to drink responsibly. Great job Domtar Inc., I give you five out of five stars.

Paper is good. Pass it on.

words: Griselda Zhou

IMC weekend in Cambridge

It was anticipated for months. After deciding on a case study, setting the menu, choosing outfits, and finding groups to work in for the last time, our MAMC weekend in Cambridge finally arrived.

Before the weekend, we were given a case study on easyJet with the task of developing an integrated marketing communications plan and campaign. The key objective was to come up with a long-term competitive advantage and more sustainable positioning for the airline. Since the novelty of low cost air travel has been wearing out, the easyJet brand needs to start focusing on what else it can offer to customers and what the brand stands for besides low cost travel.

We were lucky to have the company of industry expert Paul Simons as well as several other professors and our course leaders join us for the weekend to provide advice, guidance, and answer questions continuously up until the presentations.

Luckily, the weekend wasn’t all hard work. After we presented our solutions to the easyJet brief, dinner on Saturday night was held at Peterhouse College at Cambridge University. While the pictures below can speak for themselves, it was absolutely exquisite, and left everyone feeling a little more royal - or even a little out of a Harry Potter film.

It was fantastic to learn some final key things before running with our own IMCs for the summer, but more lovely to have a final weekend altogether and celebrate the culmination of a wonderful year.

Hayley Millard

Peterhouse College, Cambridge University 

Cambridge University 

Everyone working hard at the Moller Conference Centre

Punting